Corporate identity and image
Identity and reputation are an organization’s ultimate assets. Identity gives sense to its actions, providing guidance and motivation both internally and externally. Reputation is the asset that allows an organization to have privileged access to resources and to benefit from a safety net in case of problems. Technology and globalization have increased business and societal complexity, speed and disruption. In this extremely dynamic environment, an organization needs to proactively nurture and communicate its identity and cultivate and protect its reputation. An organization’s identity influences the corporate life and, in particular, the way an organization strategizes. It is at the heart of a corporate brand and a driving factor of corporate reputation.
The purpose of this course is to help students understand how and why management of identity, corporate branding, and reputation are an important part of corporate strategy, and to give students the theoretical and analytical tools necessary to the task.
This course is a about half lectures and half activities meant to expose participants to close-to-reality thinking and experiences. Students are expected to actively prepare the interactive part of the course, so to allow for well-informed discussions.
Each student will be evaluated on the following criteria
- Final exam 70%
- Team work 30% (“free-rider” behavior in teams will be penalized with differentiated individual grades)
Excellent participation and contribution to discussions will be rewarded with 0.5 bonus points toward the final grade.
Both the final exam and the group work must be passed to pass the course. In case of a grade below 5 for the final exam, the exam will have to be retaken, while the group work grade, if passed, will be considered valid.